If I could wave a magic wand and fix just one thing on most business websites, it wouldn't be the design, the copywriting, or even the technical performance. It would be something more fundamental: clarity of purpose.
When websites try to be everything to everyone, they end up connecting with no one. This lack of focus is often the invisible barrier standing between a decent website and one that truly drives business results.
The Symptom: The "Kitchen Sink" Homepage
You've probably seen it (and maybe even have it): the homepage that attempts to cram in every service, product, announcement, and company achievement. It usually features:
- Multiple competing calls to action with no clear hierarchy
- Several different value propositions targeting different audiences
- A mix of strategic messaging and tactical announcements
- Every product or service listed with equal emphasis
- Visual elements fighting for attention rather than working together
This approach stems from a valid concern—the fear of missing something important. But paradoxically, by trying to say everything, these homepages effectively communicate nothing.
The Real Problem: Lack of Strategic Decisions
A focused, effective website isn't the result of better design techniques or more compelling copy (though those help). It's the result of making clear strategic decisions about:
- Who your most valuable audience segments actually are
- Which specific problems you solve for those audiences
- What makes your approach meaningfully different
- Which actions you most want visitors to take
- Which offerings deserve prominence vs. secondary placement
Without these decisions, even the most beautiful website will underperform. You can't optimize for conflicting goals or create a clear path for visitors if you haven't decided where that path should lead.
The Transformation: From Catch-All to Conversion Machine
When clients allow us to help them focus their websites, the results can be dramatic. In one recent case, we helped a professional services firm narrow their homepage focus from six different service categories to the two that generated 80% of their revenue.
The result? Website leads increased by 64% within three months, with no loss of inquiries about their other services (which were still accessible but no longer competed for primary attention).
Here's what the transformation process looks like:
Step 1: Identify Your Most Valuable Conversions
Not all website actions are created equal. Start by defining which specific conversions most directly impact your business goals. These might include:
- Direct purchases of high-margin products
- Consultation requests for services with the highest close rates
- Downloads of resources that consistently generate qualified leads
- Signups for demonstrations that convert well to sales
By identifying your most valuable conversions, you can design backward from these goals rather than trying to accommodate everything at once.
Step 2: Identify Your Primary Audience
While your business might serve multiple audiences, your website will perform better when optimized for your most valuable segments. This doesn't mean ignoring other audiences—it means creating a primary journey for key prospects while providing clear pathways for others.
For each potential audience segment, ask:
- How profitable are these customers compared to others?
- How well does our offering match their specific needs?
- How efficiently can we attract and convert them?
- How aligned are they with our long-term business strategy?
This analysis often reveals that certain audiences deserve more prominent placement than others.
Step 3: Create a Clear Hierarchy
Once you've identified your primary conversions and audiences, create a visual and informational hierarchy that reflects these priorities. This means:
- Giving prime visual real estate to your most important messages
- Creating a deliberate visual hierarchy that guides the eye
- Ensuring primary calls to action stand out from secondary ones
- Structuring navigation to prioritize key pathways
When everything is emphasized, nothing stands out. A clear hierarchy ensures visitors notice what matters most.